The website owner wanted photos of their jewellery, with little or no text.

Fortunately, they understood that visitors must first find their website, and when they do, they will be looking for information – usually an answer to a question. If the jeweller’s website answers their questions, they’ve just taken the first step to building trust, and hopefully, the anonymous website visitor will pick up the phone and call the jeweller, or better still, walk through the front door of their shop.

Without textual content, the search engine doesn’t know what the website is about. By all means include images, but make sure there’s still plenty of text.